Brad Markowitz is a broadcast journalist, Hollywood writer/producer with extensive TV credits and a regular contributor to "For What It's Worth."
So you’re one of those rare, public-minded individuals with a burning desire to change the way America thinks about the dangers of climate change and global warming. More to the point, you want to change how the big media companies think about these things, because you’re savvy enough to understand that these corporate giants hold huge sway over the perceptions of the general public.
Easier to move a mountain than to get the Big Boys to come around, you may think. It reminds me of Kermit the Frog, of Muppet fame, who used to sing, “It’s Not Easy Being Green.” Well, these days Kermit might be surprised. You know the world is singing a different tune when the simplest surf of the ‘net takes you past any number of environmentally themed zones. The Help Wanted sections are dominated by ‘green jobs.’ And the surest sign of the greening of America – there isn’t a corporate website within a Green Mile without an environmentally conscious campaign being vigorously promoted. But don’t be fooled. The green they really love is still the shade that graces the good ol’ dollar bill. Same as it ever was…
Not that there’s anything wrong with that. It might actually be a good thing. When the enlightened self interest of the media conglomerates dovetails with what’s good for rain forests and polar bears, that’s a powerful brand of synergy. But there’s a big difference between a studio or network saying that they care about the environment, and that entity making movies or TV shows that actually promote the concept.